Google has been innovating how yor ads get displayed and un in adwords for about 4 years now. They have given you control over the matching, the timing, the budgeting, the creative serving, the site targeting, excluding sites and now apparently excluding certain pages on sites.
What I want to know is how detailed are these adwords campaigns? How detailed of knowedge do you have to have about every media property these ads run on in the content network? Seriously, if you have a company or client that runs over 500K worth of these ads, there isn’t enough time in the day to spend targeting each keyword. It would take months to build.
I fret about the lackluster results of the campaigns I see here and worry that our lack of detail and optimization will come back to bite us at some point, (even though I don’t work on them myself) but I also know with this many clients and that many words to manage, we can’t possibly spend the detailed time that someone could if that were their job in house.
So, I guess the lesson here is that you keep the ad campaigns small and mainstream termed if you use and agency and if you want to chase the long tail and control your ad serving like a hawk, hire someone internally to manage it and give them all the tools they need to build out a detailed campaign and monitor and optimize it daily.